Brewing giant Heineken’s advertising campaign promoting its zero-alcohol beer on the London Underground forced its way into the public conversation. By temporarily altering signs and renaming stops to things like Oxf0.0rd Circus and Waterl0.0, the 0.0 brand placed itself inside one of the UK’s most recognisable public institutions.
The Heineken stunt reflects a wider return of offline brand “activations” – when marketers look for the type of presence that can’t be scrolled past in crowded digital environments. These campaigns, from Netflix’s “experiences” to promote the new season of Stranger Things to live events like Red Bull’s Flugtag, which turn stunts into shareable spectacles.
The Dutch brewer’s campaign was designed to mark dry January; but whether the visibility translated into impact is another matter.
